Assignment - Marketing Plan

Running head: MARKETING PLAN
MARKETING PLAN
Name of the Student
Name of the University
Author Note
[Type text]

MARKETING PLAN1
Executive Summary
The marketing can be mentioned to be an essential activity which needs to be carried out by the
different enterprises in order to see to it that the different activities can be publicized
accordingly. In consideration of this, the report follows a systematized format whereby, the
report shall outline the overall organizational overview, the Strengths, Weaknesses,
Opportunities and Threats along with the Trends in the industry. The market research has also
been presented along with the understanding of the current Product Lifecycle stage. In
association with this, the Marketing Mix will be presented along with the understanding of the
manner in which the marketing plan should be evaluated. The enterprise which has been selected
is a consulting firm named Versett.

MARKETING PLAN2
Table of Contents
Organizational overview..................................................................................................................4
Name of organization...................................................................................................................4
Mission statement, organization’s basic values and philosophy.................................................4
Geographic location.....................................................................................................................5
SWOTT analysis..............................................................................................................................5
Strengths (internal).......................................................................................................................6
Weaknesses (internal)..................................................................................................................7
Opportunities (external)...............................................................................................................7
Threats (external).........................................................................................................................8
Trends (external)..........................................................................................................................8
Marketing research...........................................................................................................................9
Primary Analysis........................................................................................................................10
Secondary Analysis....................................................................................................................16
STP (Segmentation, Targeting and Positioning)...........................................................................18
Stage of the product life cycle.......................................................................................................18
Marketing mix................................................................................................................................20
Product:......................................................................................................................................20
Price:..........................................................................................................................................20
Place:..........................................................................................................................................21

MARKETING PLAN3
Promotion:..................................................................................................................................21
People:........................................................................................................................................21
Process:......................................................................................................................................22
Physical Evidence:.....................................................................................................................22
Marketing Budget ($400,000)........................................................................................................22
Control/monitor:............................................................................................................................24
Profit and Loss Statement..........................................................................................................24
Balance Sheet.............................................................................................................................26
Evaluation and elated monitoring techniques:...............................................................................28
References......................................................................................................................................30

MARKETING PLAN4
Organizational overview
Name of organization
The organization which has been essentially selected for the purpose of the analysis can
be mentioned to be the Versett Consultancy. The firm is a consultancy firm which is based in
Canada and provides ideas about designing, building and scaling the enterprise. The firm also
has two other branches as present in the different parts of the country (Abril & Rodriguez-
Cánovas, 2016). In consideration with this, the goal of the business is to provide ideas about how
a company can build better products through the procedure of research, definition, design and
technology. In consideration with this, the company assists in operating the product through
analysis, helps in growth strategies and user acquisition (Aghazadeh, 2015). The company also
helps its customers to hire and train teams so as to support the success. Therefore, this
organization has been chosen for the purpose of the analysis because although the enterprise
provides distinctive services, it needs to become more popular and gain a large customer base so
as to earn higher revenues and gain a competitive edge in the consultancy industry.
Mission statement, organization’s basic values and philosophy
The primary belief of the enterprise is to be the product team of any organization which
intends to grow its business in the long run and in association with this, they intend to keep their
promises and in association with this, also intend to build quality products for the different firms.
The primary mission of the organization is to ensure that, they are being able to engage and
empower the different organizations successfully (Bagozzi et al., 2018) In consideration of this,
it becomes considerably crucial to understand that, the lead by strategy and their intention is to
see to it that the different enterprises are being able to fulfill their objectives and ensure
successful goal achievement (Versett.com ,2020). The enterprise plans for longevity and tends to

MARKETING PLAN5
see to it that, they will be able to see to it that the different companies are being able to serve the
target market in an appropriate manner.
Geographic location
At present the three locations which are available are as follows:
1) Calgary
1410 1122 4St. SW
Calgary, AB
T2R 1M1 Canada
2) New York
200 Broadway Floor 3
10038 USA
3) Toronto
Suite 304, 49 Spadina Ave.,
Toronto, ON
M5V 2J1 Canada
SWOTT analysis
The SWOTT analysis can be mentioned to be a strategic analysis tool which helps in
understanding how a company is performing internally as well as externally (Chernev, 2018).
The SWOTT as a tool needs to be applied by an enterprise in order to gain an idea about the

MARKETING PLAN6
manner in which the internal and the external factors influence a business. The SWOTT analysis
provides details of the Strengths of the business, the Weaknesses faced by it and in association
with this, it also gives an idea about the manner in which the Strengths as well as the weaknesses
can be utilized in order to meet the opportunities and the threats which lie in the external
environment of the firm. In consideration with this, the given section will identify the various
threats, strengths, opportunities as well as the threats along with the trends which are being faced
by the firm and assists in understanding how the organization will perform in the long run
(Deepak & Jeyakumar, 2019).
Strengths (internal)
The strengths can be defined as the internal capability of the enterprise which generally
assists in ensuring that, the firm will be able to remain in an advantageous position and thereby
attain their overall goals as well as objectives. The strengths which are possessed by the
enterprise can be mentioned to be as follows:
 The Versett has a wide range of employees who are skilled and have been hired from
various knowledge domains.
 The knowledge management system using which Versett generally performs can be
understood to be quite strong (Eastman et al., 2015).
 In consideration of this, the Versett is present in various geographic locations which
thereby make its make it quite widespread.
 The firm has sound relationship and association with various executives of different
enterprise which thereby leads to better performance by the enterprise (Mack, 2015).
 The company has been able to sponsor various programs as well as the different seminars
which have assisted the firm in spreading considerate awareness.

MARKETING PLAN7
Weaknesses (internal)
The weaknesses can be essentially described as the different shortcomings which are
generally faced by the different enterprises due to some internal issues and generally tend to
hamper the overall performance of the enterprise as a whole and affect its ability to complete the
different operations. In consideration of this, the different weaknesses which are generally faced
by an enterprise can be mentioned to be as follows:
 The organization due to its business line generally tends to face very tough competition
from the different parties which are present in the industry and in consideration of this, it
often faces wars regarding project and relate prices (Foroudi et al., 2017).
 As the enterprise is a global player, the business of the enterprise is governed by various
policies such as the currency and related business policies which thereby limit its
operations.
 The geographic location of the enterprise can be understood to be largely limited in
nature and in consideration with this, the competition affects it
 Lastly, the firm currently has very limited social media presence which has thereby
affected its operational efficiency (Gummesson, 2017).
Opportunities (external)
The opportunities can be rightfully defined as the different options which are available to an
enterprise and are generally present in the external environment. In consideration with this, the
opportunities give a chance to the enterprise and generally tend to allow them to perform well.
Hence, the different opportunities which stand in the way of Versett can be mentioned to be as
follows: